As specialty coffee continues to evolve, people are no longer looking for coffee just to stay awake — they are looking for higher quality, consistent flavor, and greater convenience. Cheerful Goat, a local coffee brand from Singapore, was born from this very idea: to allow everyone to enjoy a high-quality, great-tasting coffee anytime, anywhere.
We are excited to announce that Cheerful Goat will be participating in HOTELEX Shanghai from March 30 to April 2, and we warmly welcome coffee professionals, partners, distributors, and coffee lovers to visit our booth for tasting and collaboration.
Exhibition Address:
National Exhibition and Convention Center (Shanghai)
333 Songze Avenue, Qingpu District, Shanghai
Booth Number: 2M05
We look forward to meeting you there.
About Cheerful Goat | More Time, More Cheerful
Cheerful Goat is a Singapore coffee brand built around a simple idea:
More Time, More Cheerful
We believe coffee should save time, not take time. By creating high-quality and convenient coffee products, we hope people can spend less time making coffee and more time enjoying life, work, family, and friends.
The founder’s philosophy has always been clear and consistent:
To craft a high-quality cup of coffee so that people can enjoy the freshest and most original coffee flavors anytime, anywhere.
(Premium Coffee Anytime, Anywhere)
This is not just a slogan — it is the core standard behind everything we do, from bean selection and roasting to extraction and final product development.
Our Café in Singapore | Stamford Arts Centre
As a Singapore local coffee brand, Cheerful Goat operates its own coffee store in Singapore, located in the artistic and cultural Stamford Arts Centre.
Address:
155 Waterloo St, #01-07
Stamford Arts Centre
Singapore 187962
This space is not only a café but also our coffee lab, where we continuously test new coffee profiles, extraction techniques, and flavor development. It is a place where customers can truly experience our approach to coffee and our commitment to quality.
Coffee Extraction Technology and Freeze Dried Coffee
In recent years, freeze dried coffee has gained increasing attention in the specialty coffee industry. Many people ask:
What is freeze dried coffee?
Freeze dried coffee is made through a process that involves freezing the coffee at very low temperatures and then removing moisture through vacuum sublimation. Compared to traditional instant coffee, freeze drying preserves much more of the coffee’s aroma, flavor, and structure.
Freeze Dried Coffee vs Instant Coffee
Traditional instant coffee usually uses spray drying technology, which dries coffee under high temperatures. During this process, many aromatic compounds are lost, which often results in a flat or bitter taste.
Freeze dried coffee, on the other hand, follows these general steps:
- Coffee is extracted into liquid form
- The coffee is frozen at low temperature
- Water is removed in a vacuum through sublimation
- Aroma and flavor compounds are preserved
- Freeze dried coffee crystals are formed
This process allows the coffee to retain much more of its original flavor, which is why more specialty coffee brands are moving toward freeze dried technology.
Golden Cup Extraction | 98% Flavor Restoration
Cheerful Goat develops its coffee using the Golden Cup extraction standard. By carefully controlling extraction yield, concentration, temperature, and time, we are able to achieve up to 98% flavor restoration.
This means when you drink Cheerful Goat freeze dried coffee, the taste is extremely close to freshly brewed coffee prepared by a barista or coffee machine.
This is also one of the biggest differences between Cheerful Goat and traditional instant coffee — we are not trying to make conventional instant coffee; we are creating a convenient format for specialty coffee.
Working with World Champions
To ensure the highest quality and flavor consistency, Cheerful Goat collaborates with world champion coffee professionals. From bean selection and roasting curves to extraction parameters and freeze drying technology, every step is carefully tested and refined.
Our goal is not just to make coffee that is “good enough,” but to create coffee that is:
- Flavor stable
- Aromatic
- Clean in taste
- Balanced in acidity and sweetness
- Easy to prepare anywhere
- Close to café-quality coffee
This is one of the reasons Cheerful Goat is becoming a recognized Singapore coffee brand.
Premium Coffee Anytime, Anywhere
Modern life is fast-paced, but that does not mean we should compromise on quality. Cheerful Goat aims to solve one important problem:
How can we enjoy high-quality coffee without machines, baristas, or complicated equipment?
Our answer is:
Freeze Dried Specialty Coffee
All you need is:
- A cup
- Water (hot or cold)
- One serving of Cheerful Goat coffee
Within seconds, you can enjoy a cup of coffee close to specialty café quality.
Whether you are:
- In the office
- Traveling
- Camping
- In a hotel
- On a plane
- At home
- In a studio
- At the gym
You can still enjoy Premium Coffee Anytime, Anywhere.
Visit Us at HOTELEX Shanghai | Booth 2M05
At HOTELEX Shanghai (March 30 – April 2), Cheerful Goat will showcase our core products and coffee solutions, including:
- Freeze Dried Coffee
- Specialty Instant Coffee
- Coffee Extraction Technology
- Café Solutions
- Business Cooperation Opportunities
- Distribution Partnerships
If you are:
- A café owner
- A restaurant or hospitality brand
- A hotel group
- Office coffee solution provider
- Distributor or retailer
- E-commerce platform
- Specialty coffee enthusiast
- Entrepreneur entering the coffee industry
We warmly welcome you to visit Booth 2M05 and speak with our team.
We look forward to meeting industry partners from around the world and working together to bring high-quality coffee to more people and more places.
About Cheerful Goat
Cheerful Goat is a Singapore local coffee brand dedicated to bringing specialty coffee into everyday life through advanced extraction technology and freeze dried coffee innovation.
We believe coffee should not only exist in cafés — it should exist in everyone’s daily life.
More Time, More Cheerful
Premium Coffee Anytime, Anywhere
Exhibition Information Summary
Exhibition: HOTELEX Shanghai
Date: March 30 – April 2, 2026
Booth: 2M05
Address: National Exhibition and Convention Center (Shanghai), 333 Songze Avenue, Qingpu District, Shanghai
We look forward to welcoming you at the Cheerful Goat Booth 2M05 for coffee tasting, and partnership discussions. See you in Shanghai!
What's Next？
We’re just getting started — and we’d love to see you along the way!
After Shanghai, our next stop is:
World of Coffee San Diego
📅 April 10 – 12
If you’re heading there, come say hi, grab a cup, and experience Cheerful Goat for yourself. Let’s connect, taste, and talk coffee together ☕✨
See you in Shanghai — and then San Diego!